Busted global pen thief steals Ad Impact Award

  • Ad Impact
  • February 9, 2012
  • Cath Winks
Busted global pen thief steals Ad Impact Award

Youtube VideoWho would have thought an ad for the humble pen could be so engaging? The new ad for Paper Mate’s InkJoy pens takes an everyday situation we can all relate to, adds humour sharper than a paper cut, and shows just how compelling stationery can be. In the process, it nabs itself January’s Colmar Brunton’s Ad Impact Award for the most Impactful new ad on TV.

Paper Mate is supporting InkJoy with its first-ever global marketing campaign. The campaign launched first in the U.S. and then went global, now showing in key markets including New Zealand, Australia, South America, Canada, and Europe. Other support consists of a digital buy across multiple properties, including Facebook and Twitter, as well as a robust social media and word-of-mouth activation. The campaign was developed by Paper Mate agencies Energy BBDO and The Zocalo Group to drive InkJoy awareness and consumer engagement.

Youtube Video 15" version.

The multi-faceted campaign, coined "The World's Most Stolen Pen," includes 15" and 30" TVCs appearing on cable channels Bravo, HGTV, Oxygen, TLC and TNT. According to Colmar Brunton’s managing director Jacqueline Ireland these new InkJoy pens aren’t short on personality. "A quick Google search reveals this is a pen on a crusade, promising to 'bring back the joy of effortless writing', and challenging us all to find our InkJoy.”

It shows an office worker planning to pilfer one - until another colleague hanging from the ceiling, warns her “Don’t do it, it’s a trap!”

Harriet Dixon, senior account manager at Colmar Brunton, says “We can all empathise with our pens ‘going missing’ and this ad plays up to that. By communicating the new brand in a fun, creatively distinctive way and making it memorable, six in ten claim they want one for themselves.’ She means pens, not traps. Now, where's my pen?

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

TVNZ rolls out Survivor with a burst of contemporary style

  • Advertising
  • April 28, 2017
  • Erin McKenzie
TVNZ rolls out Survivor with a burst of contemporary style

With ​​Survivor New Zealand set to hit screens on 7 May, TVNZ has released another round of its campaign with a colourful, energetic video via TVNZ Blacksand, as well as unveiling the contestants. We chat to executive creative director Jens Hertzum about giving the local format a contemporary and fun feel.

Read more
Next page
Results for
Topics
Jobs
About

StopPress provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2015 Tangible Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.

Advertise

Contact Vernene Medcalf at +64 21 628 200 to advertise in StopPress.

View Media Kit